Social Media and Digital Communication MA

This module provides students with a theoretical understanding of the development, significance and contemporary uses of social media. It fosters both critical analysis and reflective practice in the networked digital media environment. Students will critically engage with key ideas of creativity, sharing and visibility in social media, and will participate in creative and reflective practice using leading social media tools and platforms. This will involve using social media tools to explore course concepts and theoretical materials by, for example, blogging about course readings, making an online video presentation to introduce a weekly seminar discussion, or making a photo essay in response to a key module theory. This module uses a flipped classroom approach through which informational content is made available to learners in advance of the on-campus class sessions, which are dedicated to discussion activities.

20 credits

This module provides learners with practical, industry-facing skills in social media content creation and campaign production. Relating theoretical concepts to practice, it enables learners to apply critical insights in the development of creative, branded identities and socially engaged campaigns. Learners will gain experience of professional practices such as platform-specific content production, audience research, branding and identity work, analytics and campaign evaluation. The module emphasises both hands-on production and reflective critique, ensuring learners can situate their work within wider debates around culture, technology, ethics, and industry.

20 credits

Research expertise is increasingly important across a wide range of career paths. This module equips learners with essential research skills for media and related fields, providing a foundation in methods that cuts across disciplines, approaches, contexts, and sectors. Emphasis will be placed on how data is made and put to use across different contexts. Using real-world case studies/scenarios and hands-on workshops in data collection and analysis, students will explore diverse methods and data types, assessing their strengths, limitations, and relevance to scholarly, policy, industry and civil society audiences. They will learn to critique existing research, make informed methodological and ethical decisions, and reflect on how a range of values and assumptions shape the research process.

20 credits

This module examines how media theory can be used to approach and address some of the key challenges of the contemporary media landscape. Rather than offering fixed answers, it focuses on asking questions and developing skills in critical enquiry that are essential in the context of rapidly changing digital media environments. During the module students will examine a series of real-world problems relating to the media, culture and society from diverse global
theoretical perspectives. They will also develop and critically frame their own urgent questions, learning to apply media theory practically to create impactful projects that contribute to sustainable improvements to society, economy and the environment.

20 credits

This module guides learners through the process of planning, developing, and completing an independent dissertation or professional project. Students will identify their own area of research interest or professional inquiry and, with the guidance of an allocated supervisor, will shape it into a meaningful question, focus or goal. Workshops will provide support in key aspects of the research process, including project design, data collection and analysis, and academic writing. Throughout the module, students will also engage in structured opportunities to refine and develop their ideas, ensuring that the final written submission is the result of a well-supported and iterative process of research.

60 credits

This module critically investigates the relationship between media, activism and politics. It offers a critical assessment of the role of media in political mobilizations, social movements, elections, and political and social crises. The module looks at issues around the media and democracy, public opinion and the public sphere. It critically investigates the role of humour, art, satire, memes and creative practices in political communication. It also examines issues of censorship, surveillance, freedom of expression and radical transparency in a variety of countries and political processes. The module also critically discusses the power dynamics that shape the media representation of political issues, as well as the role of the media in the framing of humanitarian crises. 

20 credits

The first part of the module reviews a range of interdisciplinary perspectives, focusing on and critiquing key debates on media audiences. Using a global perspective and different genre-based case studies, the second part of the module is devoted to discussions of digital media, post-modernity and identity.

20 credits

In this module, students learn about the different facets of podcast making, exploring genres (e.g. journalistic/investigative, personal storytelling, fictional narrative, sports, comedy, interest groups) and the production techniques required for specific formats. Students also learn about idea incubation, pitching, marketing and monetisation.

20 credits

We are surrounded by artificial intelligence (AI) applications, whether we are aware of this or not. From personal assistants to automated news, from facial recognition technologies to self-driving cars, these are just a few examples of how AI is already impacting our lives. This module explains what AI is and offers a systematic overview of what is behind AI. It also looks into the controversies and challenges related to AI. The module teaches students to think critically about AI and assess the societal impact of AI. By mapping a broad range of applications, issues arising, and key debates, the module will equip students with a systematic understanding of current AI developments and their impact on society.

20 credits

This module provides a broad introduction to the political economy approach to the media, communication, culture and digital media. The module provides an introduction to political economy in general and the political economy of communication in particular, which entails a focus on political economy theories, the history of the political economy of communication-approach, the political economy of media concentration, the political economy of advertising, the political economy of global media, the political economy of cultural labour, the political economy of the Internet and digital labour, and the political economy of the information society.

20 credits

This module will further develop your practical production skills in making documentary radio and television. Instead of reacting to immediate events as you do in broadcast news, documentary requires a more considered approach to the subject and offers time to research and dig into the topic.

20 credits

This module explores how journalism attracts, engages and retains audiences in a digital-first environment. You will learn to interpret analytics, manage online communities and design strategies to expand reach and deepen engagement. Practical sessions cover the creative use of still images, photography and multimedia content for audience growth. The module also examines personal branding and influencer strategies, enabling you to develop a professional presence in a competitive media marketplace.

20 credits